The story of Evans is a cautionary tale with a clear message; don't get out of your lane without thinking it through first. The public follows a local news anchor for local news. They aren't looking for a comedian who pokes fun at the death of a local man in a gunfight in their city. Every business or public personality should consider the core message before hitting "tweet." Everything said or done on social media should be written to strengthen the core brand of the individual.
It's clear that the tweet by Evans was a poor decision. However, the idea of using a trending topic and spinning it to hook in an audience is an excellent marketing tool. It's done successfully almost every day, but pausing for a moment to consider the repercussions of a tweet can help prevent disaster.